Wendy’s to take another shot at breakfast

Marco Green
September 11, 2019

The Wendy's Company announced plans Monday to launch its breakfast menu across the U.S.in 2020.

That said, Wendy's does still have breakfast in about 300 select locations such as airports. Wendy's said it and its operators plan to hire about 20,000 workers across the country to support the additional daypart.

The Frosty-ccino: Cold-brew coffee mixed with either chocolate or vanilla Frosty cream.

The Honey Butter Chicken Sandwich: Fried chicken and whipped honey butter on a biscuit.

"Breakfast Baconator" is an egg, several slices of bacon, a sausage patty, two slices of American cheese and a dollop of hollandaise sauce.

The morning remains the only growth market for the fast-food industry, according to research group NPD. "We believe we have the right team and structure in place, and we put Wendy's fan favorites on our breakfast menu to set us apart from the competition".

Wendy's has experimented with breakfast options in the past, but it had not resonated with customers enough to stay on the menu permanently. You can check out my original Wendy's breakfast feature for complete details on breakfast items now available at participating locations.

A fast food chain known for its "fresh, never frozen" burgers will begin offering breakfast nationwide in 2020. Wendy's now expects adjusted EBITDA to be in the range of flat to down 2% compared with the prior estimate of growth of roughly 2.5-4.5% year over year.

Wendy's is not the only fast food chain focusing on breakfast. A spokesperson told CNN Business that Wendy's plans to offer more than that, including seasoned potatoes and croissant sandwiches.

Shares of Wendy's fell more than 3.6 percent to $21.15 in after-hours trading following the company's announcement.

Other reports by Click Lancashire

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